Entrepreneurs and marketing practitioners today are recognizing the power and influence of bloggers to generate awareness, ignite conversations, and inspire people to action. However, very few blog marketing entrepreneurs today can help in blog and content creation for the long term. Janette Toral discussed the opportunities and lessons learned in blog entrepreneurship. This is also to promote the Ateneo-DigitalFilipino.com Blog Entrepreneur Program that will start this October 16, 2010. Details at http://bit.ly/blogentrep

1. Becoming
a
Blog
Entrepreneur
Jane2e
Toral
h2p://bit.ly/blogentrep

2. h2p://www.digitalfilipino.com

3. h2p://www.e-­‐commercephilippines.com

4. h2p://www.blog4reviews.com

5. h2p://www.searchprofileindex.com

6. h2p://www.adinteresBng.com
h2p://www.homebasedelite.com

7. 3
Market
Needs
Low-­‐cost
but
effecBve
website
Rank
in
search
engines
Tap
social
media
Very
few
service
providers……

8. Starts
on
October
16,
2010
h1p://bit.ly/blogentrep

11. h2p://www.google.com/insights/search
SITE
LAUNCH
STEP
#1
RESEARCH

12. Find
out
compeBBon
through
search
engine.
Search
engine
is
a
reputaBon
engine.

14. SITE
launch
Step
#2
Structure
/
OpBmize
• About
the
site
• Sidebar
• Company
index
– Facebook
page
• Categories
– Twi2er
– Cat1
– Slideshare
• Photo
– Archives
• DescripBon
– Ads
• Company
info
– About
author
• Keyword:
category,
– News
company
name

15. h2p://www.halalcerBfiedfood.com
launched
August
10.

17. Where?
• FREE
• Paid
– Twi2er
– Blogs
– Facebook
– Google
Adsense
– Blog
SITE
Launch
STEP
#3
CAMPAIGN

18. Tap
bloggers
&
linkera_
to
promote
what
you
do.

19. SITE
Launch
STEP
#4
MEASURE

20. Listed
-­‐
Search
results
Monitor
your
ranking.
(results
as
of
August
11)

21. #5
Calibrate!
• Control
search
engine
results
• What
people
say
about
you
• Learn
how
to
read
trends
• Know
what
your
compeBBon
is
up
to
There
is
no
excuse
why
you
don’t
know.

22. TV
PRINT
POS
CRM
digital
digital
digital
digital
social
social
social
social
All
channels
will
be
social
We
don’t
believe
in
hypes..
(we
trust
friends
more)

23. h1p://bit.ly/blogentrep

24. A
successful
Digital
PR
• People
will
search
for
you.
• People
will
write
about
you.
• People
will
share
you.

25. What
is
a
blog
post
campaign?
• Get
bloggers
to
write
about
you
– Press
release
• Pros:
fast
disseminaBon
• Cons:
copy-­‐paste;
no
pick-­‐up
– Meet
blogger
(group
or
one-­‐on-­‐one)
• Pros:
ge_ng
to
know
personally
• Cons:
pick-­‐up
(messaging
/
value
challenge),
cost
– Paid
post
• Pros:
flexible
on
budget;
message-­‐focused,
support
SEO
efforts
• Cons:
search
engine
pick-­‐up,
reader
pick-­‐up

26. Designing
a
blog
post
campaign
• ObjecBve
• Keywords
• Type
of
write-­‐up
– Word
or
Phrase
desired
– url
or
link
– Buzz
• Photos
– Website
review
– News
release
• Video
• Messaging
tone
• Amplify
– PosiBve
– Twi2er
– NegaBve
– Facebook
– Neutral
– Foursquare

27. Measuring
effecBveness
• Sales
conversion
– Click
tracking
– Coupons
• Visits
• Search
engine
ranking
• RecommendaBons
– Like
– Retweet
– Bookmarks
• ConversaBon
generated
– Comments

28. h1p://bit.ly/blogentrep

30. Bloggers
&
Social
Media
Users
as
Social
influencers
• People
who
have
influence
on
their
peers
heavily
influenced
by
the
quality
and
volume
of
content
they
share
online
to
their
peers.
– Referent
influencers
– Expert
influencers
– PosiBonal
influencers
(peers)
Source:
Social
Media
MarkeBng
for
Dummies
(Shiv
Singh)

31. Blog
Entrepreneurs
• Content
development
&
site
building
• Traffic
&
conversion
• Amplify,
engage,
&
create
movements
• CreaBve
&
compeBBve

32. TV
PRINT
POS
CRM
digital
digital
digital
digital
social
social
social
social
game
game
game
game
mobile
mobile
mobile
mobile
Be
Useful

34. Lessons
learned
• Not
a
one
Bme
effort
– Web
presence
and
compeBBon
tracking
(monthly
if
possible)
– Constantly
look
into
new
resources
– real
–
not
canned
• Experiment
(TEFCAS
by
Tony
Buzan
–
refer
to
slide
19)

35. Starts
on
October
16,
2010
Reserve
your
slot
at
h1p://bit.ly/blogentrep

36. We
hope
you
can
join
the
program
h2p://bit.ly/blogentrep
Thank
you!